Outdoor introduced Miss America to America
After Miss Texas, Shirley Cothran, won the 1975 Miss America Pageant, the Institute of Outdoor Advertising decided to run a marketing experiement on name recognition. They placed some 10,000 billboards of the new Miss America on display across the country in January and February of 1975.
Prior to the posting, only 1.6% of the people questioned knew her Cothran’s name. (This despite the fact that she had been crowned on the sixth-ranked TV special of the year, had appeared on five major network TV shows. She was featured in national magazines and hundreds of newspapers. She was interviewed on local radio and TV programs across the country. But still hardly anybody knew her name.
Then in January 1975, this poster went up and within two months one of every six adults polled — 16.3% of people questioned — knew Miss America’s name.
Projected nationally, the figures would mean that Outdoor had not only reached more than 20 million adults, but reached them with enough impact to have them remember a new and difficult name.
By Institute of Outdoor Advertising